Developing Actionable Customer Insights for Effective Brand Management 101 (EBM Mastery)- Virtual Training

This event is over.

Seats are limited and confirmation of attendance will be required in advance of the session.

This workshop is the first workshop in the “Effective Brand Management Mastery Program,” a four-part virtual workshop series designed to give you a broad exposure to all facets and levels of Brand Management. To achieve mastery in this topic we encourage you to register for all four workshops in the series, however you may register for any workshop that best fits your needs.

Register below for Developing Actionable Customer Insights for Effective Brand Management 101 (2:00 to 5:00 p.m. EDT, 1/25)

Click HERE to register for Building a Brand Management Framework for Effective Brand Management 201 (2:00 to 5:00 p.m. EDT, 1/27)

Click HERE to register for Integrated Marketing Planning for Effective Brand Management 301 (2:00 to 5:00 p.m. EDT, 2/1)

Click HERE to register for Integrated Marketing Execution for Effective Brand Management 401 (2:00 to 5:00 p.m. EDT, 2/3)

The most effective marketing is built on a firm foundation of customer insight. True insight into our customers’ mindset means going beyond raw data and rational information to find the underlying emotional needs that drive behavior. Today as brands compete to establish their unique space in the market, having a deep understanding of customers is a competitive edge that can help you drive a truly customer centric brand experience.

This workshop is designed to help marketers develop actionable insights that will drive successful marketing programs. During the session you will learn about how to get the most from the research and data available inside your company, to create insights that matter. We will cover the principles of insight led marketing; how to gather data; finding the; effective segmentation; and how to implement an insight led approach within your organization. We will use the Customer Insight Tool throughout the program which will give you a framework for developing your insights and something to take back to your day job.

This is an interactive program with ample exercises that will allow you to build your skills and practice insight led marketing. You will work with others on case studies and group exercises and each module is packed with insightful examples.

This is the first installment in the ANA’s four-part series “Effective Brand Management Mastery Program”, where participants gain an understanding of branding principles and develop expertise in effectively managing brand identity, positioning, and communication throughout the customer lifecycle.

In this installment, participants learn market segmentation (B2B / B2C) and how to use customer insights to inform decision making. In later installments of this Mastery Program, participants will dive into defining brand values, omnichannel marketing techniques, and more.

Who is this workshop for?
This workshop is for marketing managers and marketing directors who are responsible for developing campaign plans, activations, and marketing strategies. A research background is not needed for this program.

Download the full benefits here


Setting the Stage (15min)

Introduction to Insight-Led Marketing (30min)

Market Segmentation (45min)

Break (15min)

Discovering Your Customer Needs and Human Truth (75min)

Implementing an Insight-Led Approach Within Your Organization (45min)

Summary of Learnings (15min)

Instructors

trainer

Simon Bradley

Founder, Simon Bradley Marketing

Simon Bradley is a senior marketing leader and the founder of Simon Bradley Marketing, a consultancy providing practical support and project-based expertise to marketing organizations of all shapes and sizes. With over 25 years of experience in international marketing across B2C and B2B, Simon specializes in bridging the gap between high-level strategy and hands-on execution through bespoke consulting and training. 


His background includes extensive client-side experience with organizations such as Virgin Atlantic Airways, VisitBritain, and The Madison Square Garden Company. During his tenure at Virgin Atlantic, Simon led U.S. marketing across twelve markets, with oversight of the brand’s e-commerce, B2B marketing, and CRM functions. At Madison Square Garden, he was responsible for marketing strategy and consumer engagement across a diverse portfolio, including the New York Knicks, the Radio City Rockettes, and the arena itself.


Simon’s career has a significant global footprint; he has led marketing teams across the U.K., Canada, Scandinavia, Brazil, and Mexico. Alongside his consultancy work, he is an Adjunct Professor at New York University, where he leads Master’s programs in Digital Marketing and Integrated Marketing.
Originally from the U.K., Simon holds a degree in History from Bristol University, complemented by post-graduate diplomas in Tourism Management and from the Chartered Institute of Marketing.